Shedding the Light on Guerrilla Marketing and Purchase Intention

Global Journal of Management and Business Research: G Interdisciplinary Volume 17 Issue 4 Version 1.0 Year 2017 Type: Double Blind Peer Reviewed International Research Journal Publisher: Global Journals Inc. (USA) Online ISSN: 2249-4588 & Print ISSN: 0975-5853

Shedding the Light on Guerrilla Marketing and Purchase Intention By Naglaa Mohamed Diaa Helwan University, Egypt Abstract- Marketers are seeking the attention of customers through eye-catching advertising messages as customers are becoming more interested of new unconventional advertising approaches. Guerrilla marketing is one unique way to achieve this need. Guerilla marketing is a flourishing marketing approach that uses unconventional methods for promoting goods and services. The study aims at examining the effect of guerrilla marketing on purchase intention as well as the effect of selected demographic variables in relation to purchase intention. Quantitative approach was used and a sample of 400 respondents was surveyed in Egypt. Simple linear regression, ANOVA and T-test were used to test the hypotheses. Results showed that advertisement creativity, emotional arousal, clarity, humor, and surprise have a positive effect on consumer purchase intention. Females were found to have a higher effect than males to purchase intention. Additionally, the research showed that there is no significant effect of age on consumer purchase intention.

Keywords: guerilla marketing, purchase intention, demographic variables, creativity.

GJMBR-G Classification: JEL Code: M31

Shedding the Light on Guerrilla Marketing and Purchase Intention

Strictly as per the compliance and regulations of:

© 2017. Naglaa Mohamed Diaa. This is a research/review paper, distributed under the terms of the Creative Commons Attribution-Noncommercial 3.0 Unported License http://creativecommons.org/licenses/by-nc/3.0/), permitting all non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited. Shedding the Light on Guerrilla Marketing and Purchase Intention

Naglaa Mohamed Diaa

Abstract- Marketers are seeking the attention of customers Egypt in recent years. The broadly-defined background through eye-catching advertising messages as customers are of the Egyptian market as well as the interest of the becoming more interested of new unconventional advertising Egyptian consumer in exciting, humor, and creative approaches. Guerrilla marketing is one unique way to achieve advertisements can lead to a full spectrum of user- this need. Guerilla marketing is a flourishing marketing 201 generated ideas applied into action. approach that uses unconventional methods for promoting goods and services. The study aims at examining the effect of This research aims to investigate the effect of ear guerrilla marketing on purchase intention as well as the effect guerrilla marketing on purchase intention through an in- Y of selected demographic variables in relation to purchase depth- analysis for both constructs. 9 intention. Quantitative approach was used and a sample of 400 respondents was surveyed in Egypt. Simple linear II. LITERATURE REVIEW regression, ANOVA and T-test were used to test the Guerrilla marketing concept was developed by hypotheses. Results showed that advertisement creativity, emotional arousal, clarity, humor, and surprise have a positive Jay Conrad Levinson, the father of guerrilla marketing effect on consumer purchase intention. Females were found to (Kelpek, 2014;Tam & Khuong, 2015). The term 'guerrilla' have a higher effect than males to purchase intention. appeared in the eighteenth century or earlier, and it has Additionally, the research showed that there is no significant a Spanish root with the meaning of ‘small war’. The term effect of age on consumer purchase intention. was then used in England to describe the term ‘fighter’ Keywords: guerilla marketing, purchase intention, in the beginning of the nineteenth century. In most demographic variables, creativity. languages, guerrilla means a type of warfare and denotes a disagreement as it is associated with the I. INTRODUCTION battleground (Levinson, 1984). reativity is becoming the name of the marketing The first-time guerrilla marketing formally used G

game. Organizations seek to introduce their was in 1984, in Jay Conrad Levinson's book. The () C products and services in a creative at a low-cost development of Guerrilla marketing was first defined by approach. Guerrilla marketing is a recent technique that him in his book ''Guerrilla Marketing" as the act of booms with creative fads to attract consumers’ executing an unusual or unexpected marketing activity attention. The advancement in technology and the in a common, everyday place in order to generate a popularized use of social media led many companies to buzz for products or services. Levinson describes advertise their products and services via the internet. Guerrilla marketing as an instant result of limited However, the proliferation of advertising leads to resources that focuses on creativity (Levinson, 1984). advertising clutter which reduces consumer’s attention, Guerrilla marketing is an unconventional attitude toward the brand and lessens its memorability marketing approach that is based on a small budget (Dinh & Mai, 2016). Therefore, the use of guerrilla that leads to astonishing and unusual results. Levinson marketing is an effective way in comparison to (1984) describes guerilla marketing as being fancy, traditional marketing to achieve advertising effectiveness uncommon, authentic, flexible, humorous, innovative and influence consumer behavior (Shakeel & Khan, and creative tactics. He believes that all eye-catching 2011). and innovative advertisements belong to guerilla Guerilla Marketing has a broad range and marketing (Isaac, 2014); it has gained a lot of variety of advertising tactics that identify closely the importance among marketing tactics and strategies. target customers. It strikes them by surprise, creating a “Guerrilla” means Battle; meaning an attack strategy lasting impression in a way that can affect consumer based on the surprise effect tactics (Behal & Sareen, buying behavior (Farouk, 2012).Thus, allowing improved 2014). Global Journal of Management and Business Research Volume XVII Issue IV Version I opportunities to gain customer attention (Shakeel & Making a tremendous social Buzz, surprise Khan, 2011). factor and executing tactics that create undeniable Revolutionary marketers have changed the impressions are of the few factors that distinguish conventional environment of the advertising scene in Guerrilla marketing from traditional marketing approaches. These types of communications create a Author: Assistant Professor at Department of Business Faculty of more valuable impression with minimal sources than Commerce & Business Administration Helwan University, Egypt. other traditional forms of traditional advertising and

marketing communications. This is related to the main same way as a complementary tool to achieve a aim of guerrilla marketing is to strike the consumer at a competitive advantage. One of the many reasons why deeper more personal level. (Horky, 2009) guerrilla marketing communication has been so warmly Guerrilla marketing uses common, everyday welcomed by businesses is that it is not complex and it places for the execution of unusual or unexpected is very straightforward. Keeping it simple is often a marketing communication in order to generate a buzz desired goal of a guerrilla marketing campaign and for normal products and services. Putting the name of similar tactics can often generate a powerful competitive the brand using a small budget in front of as many advantage, in other words, less is more (Levinson, customers as possible is the main point of guerrilla 1984). marketing (Manker, 2012) An ad must be unique and appeal to the Although there are several definitions of GM, its customers and attract their attention to purchase the basic concept remains in the unconventional methods products. Guerilla marketing uses unconventional and

201 and unusual locations that enables to reach customers unusual techniques of promoting products and services. unpredictably in an innovative and unusual relevant It has a broad range and variety of advertising tactics ear ways so the impact will be enduring and unforgettable that identifies closely the target customers as it drives to Y (Tam & Khuong, 2015). strike them by surprise in unconventional and 10 Similarly, Dahlen , Granlund, & Grenros(2009) unexpected places. Most ideas are simple and describe Guerrilla marketing as funny humorous and inexpensive with a lasting impression in a creative and unexpected advertising campaigns that can be easily positive approach that is expected to affect consumer memorized. Guerilla marketing is one of the flourishing buying behavior (Farouk,2012). marketing methods which are used by advertisers to Nowadays, Guerrilla marketing is viewed as a make use of the non-traditional means of promoting complement to the traditional marketing mix. It tries to products (Nawarz, et al., 2014). It aims to get maximum lessen the usual marketing monotony and acquire results from minimum resources (Farouk, 2012; Behal & consumers at the time where traditional marketing Sareen, 2014). Therefore, it follows a path of the abandons them. (Nufer, 2013) weapons that hit the target, look at every possibility in

order to have the best mix of marketing activities which a) Principles of Guerrilla Marketing can increase the efficiency of utilizing the marketing Some of the principles upon which Guerrilla is budget (Nawarz, et al., 2014). defined are that Guerrilla is geared especially for small

) In (Nawarz, et al., 2014) study, the results business to help them gain publicity from minimal

G sources. Guerrilla relies on psychology rather than ( showed that Guerrilla advertising had a significant impact on consumer buying behavior (Nawarz, et al., experience, judgment, and guesswork. Money is not the 2014).According to Prevot (2009), guerrilla marketing main tool for the successful use of Guerrilla; rather it is can have positive effects on brand equity through the time, energy and imagination that are the main positive experience associated in the consumers’ mind determinants of success. In guerrilla marketing, profit is

and consumers can be impressed by the creativity of the statistic to measure a business, not sales. Guerrilla GM which in turn increase the value of the brand. He focuses on gaining more transactions with existing argues that it can have a negative effect as GM relies on customers and larger transactions rather than on the element of surprise which can endanger its effects if gaining new customers. Guerrilla is not as competitive the ad. is inconvenient for potential customers. as it seems, it also suggests cooperating with other Moreover, he contends that the effect of GM will depend businesses to gain benefits for all. It uses current

on the medium used by the campaign not only how the technology to empower a business (Levinson, 1984). consumers perceive it (Prevot, 2009). Researchers are able to identify the most Shakeel & Khan (2011) confirmed the effect of important principles of guerrilla marketing which the GM on consumer perecpetion with respect to includes the unexpected factor, unexpected situations celebrity marketing. and surprise element are two principles upon which the Guerilla marketing brings strong competitive strategy is based, and it catches the attention of the advantage to small and medium enterprises (SME) customer by putting unusual objects in unusual places (Navratilova & Milichovsky, 2015). It was used previously or using unusual objects in unusual time. Another

Global Journal of Management and Business Research Volume XVII Issue IV Version I by SME because of their limited budget (Isaac, 2014) as principle is creativity and innovation, Guerrilla marketing its main goal is to increase customer awareness and strategy is based on imagination, creative idea, and interest about products through a low-cost budget. It innovative design rather than a big marketing budget. can undermine competitors with small surprising attacks Drastic is defined as having a strong or far-reaching by using creativity and imagination (Ay, Aytekin, & effect, guerrilla marketing works in a drastic way in order Nardali, 2010). Nowadays, large companies use to reach the maximum number of target customers. The Guerrilla marketing because of financial crises. They try humorous effect breaks the barrier between the to reduce their marketing budget (Isaac, 2014) in the customer and the brand; it can also significantly

©2017 Global Journals Inc. (US) Shedding the Light on Guerrilla Marketing and Purchase Intention increase the number of receivers. Simplicity is the key in as result increase consumer purchase intention (Nagar, guerrilla marketing, guerrilla is also considered a one- 2015). shot game, meaning that the campaign is performed in iii. Humor a limited period of time and is temporary and should not Humor plays a vital role in advertisements. It be used again in the same market. The guerrilla strategy helps marketers to attract audience ‘attention towards is based on low cost compared with traditional both the ad. and the brand. Humor advertisements strategies and has an immediate impact on consumers result in more positive attitude and increase customer (Farouk, 2012). attention before they take any interest in the products b) Dimensions of Guerilla Marketing (Eistend, Plagemann, & Sollwedel, 2014). Consequently, Based on the study of Tam & Khuong, 2015, the it increases consumer perception, liking and generates researcher examines the effects of guerilla marketing better results in comparison to non-humor ads dimensions: Creativity, surprise, humor, clarity, and (Venkatesh & Senthilkumar, 2015; Mehmood & Masood, emotional arousal on the consumer purchase intention. 2016). According to Mehmood & Masood (2016) humor 201

advertising has a significant impact on consumer ear i. Creativity Y purchase Intention. Although Humor in advertising Creativity is regarded as an effective tool in enhances the intention to purchase, it can decrease the advertising to get through the media clutter, attract 11 credibility of the source company if it is not executed consumers’ attention, create an impression and lead to attractively or in an acceptable way (Christensen & more effectiveness of an advertising campaign (Till & Skoggård, 2017). The humorous effect breaks the Baack, 2015).There are different perspectives on barrier between the customer and the brand; and can advertising creativity at one hand, people viewed that ad also significantly increase the number of receivers is creative if it sells the product, others viewed the ad. is (Farouk, 2012). creative if it wins awards, rather than achieve sales. The ad creativity is usually defined in terms of two iv. Clarity determinants: divergence and relevance. According to Clarity of message is a key to any successful Smith and Yang (2004), divergence refers to the extent communication. Otherwise the consumer will be to which an ad contains elements that are novel, confused and will not understand the intended meaning different, or unusual (Smith, Chen, & Yang, 2008). of the advertising message. In guerilla marketing, Whereas relevance refers to the extent to which ad whereas it relies on unusual and unconventional ways of elements are meaningful, useful, or valuable to the carrying advertisements. The more complex the G consumer (Smith, Chen, & Yang, 2008). Smith (2007) message is, the more cognitive efforts the audience () indicated that relevance can be achieved in two ways: needs to understand it (Tam & Khuong, 2015). Ad-to-consumer relevance: “where the ad contains Therefore, clarity of the message has to be considered execution elements that are meaningful to consumers otherwise companies will wasting budget and losing "and Brand-to-consumer relevance: “refers to situations sales. where the advertised brand (or product category) is v. Emotional Arousal relevant to potential buyers” (Smith, Chen, & Yang, According to Aaker and Bruzzone (1981) 2008). It is important that companies differentiate Emotional responses are significant to consumers’ themselves from competitors to attract the right perceptions of and reactions to advertisements (as cited consumers at an unexpected time and unconventional in Williams, 2000, p. 4). (Previous studies (Stayman and location in an original but relevant way to achieve a Aaker 1988, Edell and Burke 1987, Burke and Edell long-lasting and unforgettable effect. 1989) showed that emotional responses can also ii. Surprise directly impact brand attitudes and purchase intention Surprise stimulates sensation and results in (as cited in Williams, 2000, p. 4). Emotions perform a more information processing when there is key role in decision-making and marketers exert efforts inappropriateness between the ad. and the expectation in order to target consumers' emotions so as to of the ad. (Dinh & Mai, 2016) From this aspect, surprise consumers give ultimately an emotional response to the is considered a crucial element in guerrilla advertising; it product. (Shahid, Bilal, & Majid, 2016). catches the attention of the customer by putting unusual Previous research has shown that positive objects in unusual places or using unusual objects at moods have a positive relationship with good evaluation Global Journal of Management and Business Research Volume XVII Issue IV Version I unusual time (Farouk, 2012). The unexpectedness of the of unexpected stimuli while negative moods have an advertisement reaches consumers through the inverse relationship (Dinh & Mai, 2016).The emotional sensational feeling that makes them "WOW” (Dinh & content in creative advertisements leads to increased Mai, 2016). Furthermore, when the ad. message arousal (Erik, 2012) which in turn may affect consumer perceived in a different way than what is expected, it will purchase intention. Consequently, and according to the lead to more favorable attitudes toward the brand and above discussion, the emotional content in an

advertisement may affect consumer purchase effect of demographic factors (Gender and age) in intentions. influencing purchase intention. c) Purchase Intention b) Research Hypotheses The consumer buying decision is a complex Previous research didn’t fully investigate the process. While advertising practitioners undertake a lot effect of guerrilla marketing and purchase intention of different ways to reach consumers, it is ultimately the especially in the middle East region. Through the review consumers' decision to purchase a particular product. of previous literature (Tam & Khuong, 2015; Belic & Whereas purchase intention of consumers can be Jonsson, 2012) reported a positive relationship between affected in numerous ways (Fischer, 2002).Purchase guerilla marketing and purchase intention. The intention is the willingness to buy a particular product or researcher agrees with these findings as guerrilla service. Shah, et al. (2012) described purchase marketing helps in arousing the motivational desires of intention as a kind of decision-making that studies the the customers thus inspiring their intention towards the 201 reason to buy a certain brand by consumer (Mirabi, product or service. Accordingly, the research hypothesis

ear Akbariyeh, & Tahmasebifard, 2015).Spears and is posed as:

Y Singh(2004) defined purchase intention as "an H1: It is expected that guerrilla marketing will have a individual’s conscious plan to make an effort to 12 positive effect on purchase intention. purchase a brand in the future" (p. 56). On the other In previous studies, that are explained hand, Morinez et al. (2007) defined purchase intention thereafter; the relationship between the demographic as “a situation where the consumer tends to buy a factors and purchase intention was investigated. certain product in certain condition"(as cited in According to Mahdi & Sukati(2012) Gender, age and Parengkuan, 2017, p. 11). race significantly influence purchase intention. It was According to Mirabi, Akbariyeh, & found that whenever the age group increases, the effect Tahmasebifard( 2015), purchase intention is usually of consumer purchase intention will decrease. Omar, related to the perceptions, attitudes and behavior of Narzi,Osman,&Ahmad (2016) investigated the effect of consumers. kotler & Armstrong (2016) have proposed demographic factors towards purchase intention of six stages before deciding to purchase the product, organic foods. Five demographic variables gender, which are awareness, knowledge, interest, preference, age, level of income, level of education and presence of persuasion, and purchase. Mirabi, Akbariyeh,& children in the household were examined. The results Tahmasebifard(2015) examined the effect of advertising ) showed that gender, age, level of education have

G on the purchase intention and results showed that it has

( significant impact on consumer intention. Irianto (2015)

significant impact on purchase intention and is reported a difference of attitude and intention to buy considered to be a powerful device to affect consumer organic food between male and female. As a result, the behavior. Mirabi, Akbariyeh, & Tahmasebifard( 2015) second and third hypotheses are developed as: emphasize that when consumers pay attention to H2: It is expected that gender will have a positive effect advertising, form a feeling towards the ads that lead to on purchase intention brand promotion. As such, those who have favorable H3: It is expected that age will have a positive effect on feeling toward brand develop favorable attitudes purchase intention toward it. Gogoi (2013) contends that purchase intention c) Survey Instrument may be altered under the influence of price or perceived Questionnaire was used as the instrument that quality and value. Moreover, consumers are affected by was adapted from Tam & Khuong (2015). The internal or external motivation during the buying questionnaire was divided into two parts. The first part of process. the questionnaire was consisted of 33 items where the guerilla marketing was measured using 5 sub Additionally, the consumer purchase intention is dimensions (creativity, surprise, clarity, emotional based on beliefs and attitudes and can be highly arousal and humor) as the independent variable in influenced by the advertisement of the company (Belic & addition to the purchase intention as the dependent Jonsson, 2012). As a result, when consumers perceive variable. The 33 items were measured by a five-point the advertisement with certain attitude; the more creative Likert scale ranging from “strongly disagree=1” to

Global Journal of Management and Business Research Volume XVII Issue IV Version I the ad, the higher the purchase intention which in turn “strongly agree=5”. The second part of the will predict his buying behavior. questionnaire was consisted of the demographic data of the respondents. III. METHODOLOGY d) Validity and Reliability

a) Research Objective The questionnaire was pre-tested on 50 The study aims at analyzing the effect of participants to check the validity and reliability of the guerrilla marketing on purchase intention as well as the scales. Results showed that the Cronbach Alpha of the

©2017 Global Journals Inc. (US) Shedding the Light on Guerrilla Marketing and Purchase Intention sub-dimensions of the Guerilla marketing ranged dimensions were fully explained in simple language and between (0.717-0.965) whereas for the Purchase examples to them. Results shows that 65 respondents intention construct Cronbach Alpha (0.852). According rated the Coca Cola ad. as an ad. that meets the to these results, the scales are suitable to be used for guerrilla marketing criteria. the study. f) The Study Sample e) The Chosen Advertisement Convenience sampling was selected and 450 A pilot questionnaire that listed the names of questionnaires were distributed among the participants. four different ads. namely Coca cola, Mountain View, The participants of this study were the members of the Careem and Garhi Steel (From the viewpoint of the three biggest sports clubs in Cairo and Giza research) was conducted. A number of 100 respondents governorates, Egypt. Participants were asked to join the received the questionnaires over the emails through a club media room to watch the Coca cola ad. and to specialized marketing research organization. It was respond to the questionnaire following the ad. displayed taken into consideration that the respondents belonged to them. The duration of the study took around two 201

to different age groups, gender and occupation. The months. A number of 400 questionnaires were complete ear email included a link to the four ads. Respondents were and valid for the purpose of statistical analysis with a Y asked to rank the ads. based on the guerilla marketing response rate of 88.9%. It is worth mentioning that thank 13 dimensions (creativity, clarity, humor, emotional arousal you certificate were handed to those who accepted to and surprise) whereby the guerilla marketing participate in the study.

IV. STATISTICAL ANALYSIS AND RESULTS a) Demographic Characteristics of the Sample

Table 1: Demographic characteristics of the respondents (N=400)

Demographic Variables Details Frequency % Male 258 64.5 Gender Female 142 35.5

18- 57 14.3 ()

Age Groups 25- 218 54.5 35- 94 23.5 50+ 31 7.8

Undergraduate 214 53.3 Education Level University Graduate 144 36

MBA Holder 28 7

DBA Holder 14 3.5

Table 1 shows the demographic profile of the respondents, almost 64.5% of the respondents are male and 35.5 % of the respondents are female. The frequency of the male respondents is more than female respondents. Majority of the respondents belong to the age group 25-35 (54%) most of them are undergraduate students (53.3%). Global Journal of Management and Business Research Volume XVII Issue IV Version I b) Testing Hypotheses Simple linear regression was used to test the first hypothesis and the following scatter diagram (figure 1) shows the relationship between Guerrilla marketing and purchase intention.

Figure 1: Relationship between Guerrilla marketing and purchase intention Results from the above diagram indicate a positive linear relationship (R2= 81.1%) Further analysis are shown in Table (2). Table 2: Model

Estimated Parameters Y = -0.098 +1.239 Xtt

Parameter Test (T-test) (0.944) (41.266)**

F-ratio = 1702.895**, d.f= (1,398)

) Model Test

G Sig = 0.000, p<0.01, R² = 81.1%, S.E. = 0.277 (

** F-test at 0.01 level of significance Table 2 shows positive relationship between i. Detailed Analysis Guerrilla marketing and purchase intention, the above The researcher conducted an in-depth analysis simple regression goodness of fit shows the value of R² for the five dimensions of guerilla marketing and as 0.811which means that 81.1% of total variance in purchase intention. consumer purchase intention has been explained by the model. a. Creativity and Purchase Intention Table 3: Creativity and purchase intention

Estimated Parameters Y = 0.073 +0.980 X1t Parameter Test (T-test) (0.726) (40.729)** Creativity F-ratio = 1658.823**, d.f= (1,398) Model Test Sig = 0.000,p<0.01, R² = 80.6%, S.E. = 0.279

Table 3 shows a positive relationship between means that 80.6% of total variance in consumer creativity and purchase intention. Simple regression purchase intention has been explained by the model.

Global Journal of Management and Business Research Volume XVII Issue IV Version I goodness of fit shows the value of R² as 0.806 which b. Clarity and Purchase Intention Table 4: Clarity and purchase intention

Estimated Parameters Y = 0.576+0.862056 X2t Parameter Test (T-test) (5.266)** (33.010)** Clarity F-ratio = 1089.647 , d.f= (1,398) Model Test Sig = 0.000,p<0.01, R² = 73.2%, S.E. = 0.329

As shown in table 4 there is positive relationship 0.732 which means that 73.2% of total variance in between clarity and purchase intention, the simple consumer purchase intention has been explained by regression goodness of fit shows the value of R² as the model. c. Humor and Purchase Intention Table 5: Humor and purchase intention Estimated Parameters Y = 0.866+ 0.780 X3t Parameter Test (T-test) (5.341)** (20.406)** Humor Model Test F-ratio = 416.417**, d.f= (1,398) Sig = 0.000,p<0.01, R² = 51.1%, S.E. = 0.444

It is shown that there is positive relationship consumer purchase intention has been explained by the between humor and purchase intention, the value of model. (Table 5) 201 R² = 0.511 which means that 51.1% of total variance in ear d. Emotional Arousal and Purchase Intention Y 15 Table 6: Emotional arousal and purchase intention Estimated Parameters Y = 0.748+ 0.829 X4t Emotional Parameter Test (T-test) (7.301)** (33.551)** Arousal Model Test F-ratio = 1125.693, d.f= (1,398) Sig = 0.000,p<0.01, R² = 73.9%, S.E. = 0.325

Table 6 shows that emotional arousal highly 0.739 which means that 73.9% of total variance in contributes to purchase intention, the above simple consumer purchase intention has been explained by the regression goodness of fit shows the value of R² as model. e. Surprise and Purchase Intention Table 7: Surprise and purchase intention

Estimated Parameters Y = 1.442+ 0.641 X5t

Parameter Test (T-test) (8.809)** (16.701)** G

Surprise ()

Model Test F-ratio = 278.940**, d.f= (1,398) Sig = 0.000,p<0.01, R² = 41.2%, S.E. = 0.487 Gender and Purchase Intention terms of age toward purchase intention. This hypothesis The second hypothesis examines the effect of was not supported. gender on purchase intention. The researcher used the Table 9: Age and purchase intention T-test for two independent groups to test this Age Groups hypothesis. As shown in Table 8, there is a significant Age difference between males and females toward purchase Groups 18- 25- 35- Above 50 intention. Females possessed a higher level in relation 4.231₁ 18- to purchase intention. This hypothesis was supported. (0.074)₂ Table 8: Gender and purchase intention 4.160₁ 25- Descriptive Statistics (0.040)₂ 4.142₁ C.I for mean with 95% 35- Gender Mean S.E L.L U.L (0.067)₂ Males 4.076 0.042 3.992 4.159 Above 3.882₁ 50 Females 4.269 0.043 4.184 4.354 (0.157)₂ Global Journal of Management and Business Research Volume XVII Issue IV Version I T-Value = 3.190, d.f=361, Sig=0.002, , p<0.01 F-ratio= 2.188, d.f=(3.396) Sig=0.089, N.S, p >0.05 1: denotes mean value

Age and Purchase Intention 2: denotes standard error The third hypothesis examines the effect of age V. DISCUSSION on purchase intention. The researcher used one way The study contributes to the existing literature of ANOVA to test this hypothesis. As shown in Table 9, Guerrilla marketing and purchase intention as it explores there is no significant difference between respondents in a new domain (Egypt) thus, fulfilling a market gap.

The results indicate a positive effect of the intend to buy the product because of the guerrilla Guerilla marketing to the consumer purchase intention. marketing campaign that attracts consumers through This result was consistent with (Tam & Khuong, the creativity and the novelty of product that surprise 2015).These findings follow a process – outcome them, as a result, they intend to purchase it. perspective in which creative advertisement attract the consumer attention, leading to emotional arousal which VI. CONCLUSION in turn lead to cognitive processing and consumers The study aims to analyze the effect of guerrillar seek information about the product and finally attitudinal marketing on purchase intention as well as the effect of change (a willingness to purchase the product), this demographic factors (gender and age) on purchase sequence of effects follows the hierarchy of effects intention. The results showed that advertisement model. A detailed analysis of all sub-dimensions of creativity, emotional arousal, clarity, humor and surprise guerrilla marketing indicates that creativity contributed have a positive effect on consumer purchase intention.

201 most to the purchase intention which reveals that females were found to be highly affected than males. consumers value creativity and it is a key factor in

ear The research showed that there is no significant effect of affecting the consumer purchase intention followed by Y age on consumer purchase intention. emotional arousal, clarity, humor and the least but also 16 significant variable is surprise. VII. MANAGERIAL IMPLICATIONS Contrary to previous studies (Tam & Khuong, 2015) surprise and humor significantly affected The key to an effective marketing strategy is to purchase intention which confirms the importance of think out-of-the-box and make use of the opportunities surprise as a dimension of guerilla advertising, it has the offered by the new media. Guerrilla marketing is more least effect in comparison to other variables. Due to the than just a trend, but rather a strong instrument that is age of technology, people are adapted to changes used by companies of all sizes. Marketers can strongly making people expectation driven not surprised driven. differentiate their marketing efforts as opposed to their In the second hypothesis, the focus was on the competitors using different Guerrilla tactics as it proved effect of gender on purchase intention. The results to have an impact on consumer purchase intention. indicated that the hypothesis is supported. Females Brand managers and advertising practitioners were found to have a higher effect on purchase intention should consider the creativity in their advertisements as rather than males reflecting the reality that females are in consumers value creativity not only because it belongs ) general and especially in the Egyptian domain are the to advertising effectiveness but also, it had a high G

( real customers and consumers. In general, females are impact on purchase intention. Also, the inclusion of more interested in shopping especially grocery items surprise proved to have an effect on purchase intention, and are engaged in impulsive buying than males. Once the marketers should take into account the surprise they identified their needs, women seek detailed effect of the distinguishing product and the promotional information about the product in comparison to men. campaign that leads up to consumer purchase Furthermore, women have multiple criteria to evaluate intention. alternatives to make the purchase decision. They spend Moreover, Guerrilla marketing has a strong more time in shopping and to reach a decision to make rebating impact on the advertising budget, drastically their purchase. Moreover, women are more loyal than cutting costs and being more creative in performing the men (Goya, n.d.).Additionally, Man's motives towards promotional practices. shopping are different than women. Yet, they tend to Lastly, a combination between Guerrilla follow a utilitarian approach based on logic, whereas marketing and traditional marketing practices is shopping motives for women tend to be hedonic advocated and encouraged to further maximize the motives based on intrinsic and emotional responses profitable opportunities presented by influencing (Aswegen, 2015)This finding was consistent with the consumer purchase intention. literature (Iqbal, Ghafoor, & Shahbaz, 2013;Irianto, 2015) However, the effect of age on purchase intention was References References Referencias not significant, demonstrating that age differences are not affecting purchase intention. The finding is different 1. Aswegen, A. v. (2015, october 29). guided selling.

Global Journal of Management and Business Research Volume XVII Issue IV Version I from previous studies (Mahdi & Sukati, 2012; Omar, org. Retrieved September 27, 2017, from Narzi, Osman, & Ahmad, 2016) One reason to explain https://www.guided-selling.org/women-vs-men- this finding is that the type of the product advertised on gender-differences-in -purchase-decision-making/ the ad was a convenience good / low involvement 2. Ay, C., Aytekin, P., & Nardali, S. (2010). Guerrilla product which requires less thought and less planning marketing communications tools and ethical to purchase and it appeals to large target market at the problems in Guerrilla advertising. American Journal same time its price is not too high. Respondents held of Economics and Business Administration, 2(3), indifferent views towards the ad. Instead, respondents 280-286.

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